FAB is called the golden recommendation rule, because it is suitable for the sales of any product and is the most professional recommendation technology. FAB corresponds to three English words, and f is Feature, which refers to the characteristics of the product and is unique compared with other products. A is the advantage, which refers to the advantages and characteristics of the product, and B is the benefit, which refers to the benefits of the product and the benefits that customers feel when using the product. Therefore, FAB is a method for salespeople to persuade customers to buy by introducing in detail how the products they sell can meet customers' needs and bring benefits to customers, so as to improve the transaction rate.

For example, FAB's recommendation method for a red T-shirt is shown in table 1.

serial number

F (characteristics)

A (advantage)

B (welfare)

1

Pure cotton texture (fabric)

Strong water absorption and no static electricity.

Soft, easy to take care of, easy to dry, non-irritating to the skin, durable.

2

Mesh knitting (special process)

Straight, not easy to wrinkle.

Breathable and comfortable

three

(color) red

Brightly colored

It looks particularly energetic in it.

four

Small lapel (style)

Monolithic style

Natural and generous

five

(Design details) Long legs and short legs

Cooperate with the human body design, stretch your hands high and bend over without showing your back.

Keep your manners and dress comfortably.

six

(Design details) Racket collar \ sleeve

Elastic, not easy to deform.

Dress naturally and appropriately

seven

(Design Details) Crosshair Nail Button

It's not easy to lose buttons.

useful

As can be seen from the table 1, a garment can find many FABs from fabric, special technology, color, style, pattern, design details and so on. When the analysis results are applied to the sales process, the language of shopping guide will be vivid, convincing and easy to impress customers. For example, when a customer picks up a shirt, the shopping guide only says, "Sir, this shirt is mercerized cotton." It may not arouse the customer's interest, and he will think that mercerized cotton has nothing to do with his buying a shirt, but if the shopping guide says, "Sir, this shirt is mercerized cotton (F), which is particularly soft and comfortable to the touch, absorbs moisture, breathes air and wrinkles (A), you will feel particularly comfortable to wear it, and it can highlight your taste and temperament (B)." It will make this customer feel that this shirt is very good and worth buying.

Table 2:

General terms of sale

FAB language

This shirt is made of pure linen yarn.

Because this shirt is made of pure linen yarn, it is especially refreshing for you to wear in hot summer.

These trousers are very comfortable to wear.

The fabric used in this model is 100% pure cotton, which is easy to absorb sweat and can keep the skin dry and comfortable in summer.

The shape of this dress is particularly good.

Because this dress adopts a close-fitting version design, it can fully reflect your charming figure curve and make you look very feminine.

This sneaker is comfortable to wear and suitable for walking and jogging.

This pair of sneakers is a mechanical structure with jogging, and the bottom is foam with excellent elasticity. Because the shape of this pair of sports shoes is a mechanical structure with jogging, when you jog in it, it is very comfortable, close to the ground and has no sense of restraint. Moreover, the elasticity of the foam bottom makes you walk like a cloud, running easily and not easily injured.

Table 2 is a comparison between general sales terms and FAB terms in shopping guides. In contrast, it is not difficult to see that using FAB sales language can increase customers' selectivity and acceptability more than not using FAB sales language, because when customers buy clothes, they not only buy clothes themselves, but also provide the benefits of durability, comfort, beauty and body shaping. Therefore, the shopping guide needs to know clearly what distinctive features, advantages and benefits the clothes he sells, which is the selling point of the goods.

However, when a shopping guide uses FAB rule to make recommendations in the sales process, it may not be 100% successful, but if you don't do this, it will definitely reduce the success rate, because it means that you don't want to communicate with customers, so you can't understand their needs, let alone sell products to them. In most cases, the proper use of FAB recommendation method plays an important role in stimulating customers' interest in buying, shortening the purchase time and speeding up the purchase pace.